Torah World – Matzav.com

An interview with Mrs. Chayale Kaufman, CEO of The Jewish Content Network, ConsultRight, and renowned Advertising and Marketing Expert

What is HaSiyum?

HaSiyum is the commemorative book published for The Siyum. It is the most meaningful keepsake from The Siyum. Attendees cherish it and read it to relive the inspiration and experience of The Siyum.

What is unique about HaSiyum?

That’s a great question. Let me share an interesting anecdote that happened when we were first starting to work on the book. We were trying to get a hold of some old magazines from the 9th, 10th and 11th siyumim to use as a reference. Nearly anyone who we asked who attended those siyumim still had the book, but almost no one was willing to lend it to us. They value it too much. I have never before seen a publication of this kind that people keep and still look at for decades. The 9th Siyum HaShas was nearly 30 years ago on April 26, 1990.

HaSiyum contains fascinating history, inspiring stories and so much more. The upcoming HaSiyum to be published for The SIyum on January 1 will have even better, with all new content, and more than 50% larger.

How does this impact my business?

HaSiyum offers businesses and organizations sponsorship and advertising opportunities simply unavailable anywhere else. This is a once in 7 and a half year chance to be a part of history. But, more than that, there are three keys to smart advertising that I always share with my clients, and HaSiyum is the ultimate example of that.

Interesting. Can you please share them with our readers?

Sure. Effective advertising needs to have Association, Longevity, and Reach.

Association means placing your ads in publications that associate you with ideas and ideals people respect and relate to. This builds trust in your brand and increases peoples’ respect for your business as well. Nothing is more respected in our community than The Siyum.

Longevity is obvious. The longer a publication stays around the more bang you get for your buck. That’s why I always recommend clients to advertise in Yom Tov publications. The papers and magazines stay around in people’s homes much longer on Yom Tov than they do on a regular week. HaSiyum stays around for decades!

The most important component is reach. Reach means the number of people who will see your ad. More than 500,000 copies of HaSiyum will be distributed around the world. There is nothing else even close.

But, with HaSiyum there is something even more valuable…

What is it?

Partnering with The Siyum is partnering in the amazing growth of Torah learning that is already being seen throughout the world and that will continue to grow exponentially after The Siyum for the next 7 and a half years. To date, over 30,000 children in 1200 schools have learned millions of Mishnayos and lines of Gemara. Nearly 10,000 have joined Chavrei HaSiyum in more than 200 kehilos and will collectively be completing shas more than 100 times. Tens of thousands more have been learning Daf Yomi and the numbers are growing every single day. For me personally, it is a great zechus Who wouldn’t want to support this while growing their own business?

What kind of businesses is advertising and sponsoring so far?

Almost every major frum-owned or frum-targeting businesses are already in. Being a part of HaSiyum means you’re part of The Siyum, the growth of Torah, the inspiration and Klal Yisrael.

The question shouldn’t be about who is, but about who isn’t… (laughs).

Wow! This sounds like am amazing opportunity for every single business.

Yes, it is. But space and time are limited. You need to reserve your spot now. In order to publish such a monumental book, it takes time, especially with printing and distributing so many copies around the world. With The Siyum just a little over 2 months away, HaSiyum needs to go to prints soon.

How does a business reserve their space?

Simple, email ads@thesiyum.org. Someone from the sales team will contact them right away. For sponsorship opportunities or to speak to me direct, you can call me at 732.552.4017.

Father of all orphans.

While Avihem is known for its efforts in alleviating the burden for widows in the wake of a
simcha, much emphasis is placed on the wedding day and the tremendous zechus in helping these orphans experience a joyous yom hachupah.

With its rabbinical advisory board endorsed by the esteemed Skvere dayan, R’ Yechiel Mechel Steinmetz, these orphans finally have a father figure they can lean on for financial support.

Avihem is well known for its financial support for orphans on their wedding day, but the time has come to go beyond its initial calling. Standing under the chuppah, the orphaned kallah is a young girl with a scarred past and a hopeful future. While the layers of white veil more than just her face on her wedding day, there are pairs of shoes, respectable clothes for sheva brachos and a gaping void when it comes to shopping before the big day.

When Avihem’s founder, Rabbi Feldbrand, received a devastating call from a widow, he took her pain as his own and made a promise to the orphans of klal yisroel to clothe the chassanim and kallahs with the utmost dignity and respect. He made a commitment and would honor that commitment before doing anything else.

The holiest day of the year.

Erev Yom Kippur in the home of the Skvere dayan is a hectic time, with people flocking to the rav for sheilos, consultations and halachic concerns. For the first time in years, the rav let the lines ring and the community wait. He had a promise to fulfill and he couldn’t let the orphans down.

What followed was a serious assembly with the rabbinical advisory board at Avihem,
spearheading the launch of the ‘malbishei kavod’ division of the organization. The initiative
would be to provide ‘trousseaus of dignity’, giving brides and grooms across every sect and
community the opportunity to fill their new homes with the attire needed before the wedding day.

The venerable dayan would not wait for the sun to set before sealing his promise to the
orphaned kallah and the widowed Baal simcha. He gathered esteemed leaders in his own home to discuss the organization’s widened reach and outreach. “Something must be done before the Yom Hakadosh”, he emphasized to all those present. “Putting everything aside for the almanos and yesomim, let us reach a new realm of chesed”.

Thus, a mission was born and a promise fulfilled.

An address of giving.

The cries of the yesomim have been answered. Filling the void by paying for wedding expenses, the customary ‘shtafir’ [trousseau] is now beautifully and artfully provided for, giving each kallah the choice and ability to fill her closet with new clothes, new shoes and new dreams for the future.

Leaders in the initiative are renowned rabbanim and askanim, such as R’ Yechiel Mechel
Steinmetz of Skver, R’ Avraam Chaim Steinwurzel of Mateh Ephraim, R’ Benyomin Eisenberger of Heichal Hatefillah, and others affiliated with the organization’s distribution of funds. A primary goal at Avihem is the method of giving, going to great lengths to guarantee a most respectable form of tzedakah. Now providing resources throughout the tristate area, Avihem still treats every chosson and kallah as an only child, personally assisting them with all financial aspects leading up to the wedding day.

The missed kol nidrei.

R’ Steinmetz ended the moving introduction by mentioning a story of the great Chasan Sofer. With a kol nidrei unlike any other, the great Rebbe’s Yom Kippur tefillah was one that the entire community gathered to hear. One Yom Kippur, the holy Chasan Sofer didn’t show up to shul, having busied himself with an almanah in the midst of a shidduch. In lieu of the Chasan Sofer’s gadlus and vision, R’ Mechel beseeched all those present, prioritizing the founding of this division “still before the holiest day of the year”, making l'chaim for a momentous start to this great mitzvah.

May the Father of all orphans fill their world with an eternal light and may he establish the
ultimate chuppah, the beis hamikdash, in our days.

{Matzav.com}

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